PENGARUH PROMOSI PENJUALAN DAN PENJUALAN PERSEORANGAN TERHADAP KEPUTUSAN BELANJA TIDAK TERENCANA

Abstract

The growth of the retail industry in Indonesia making the retail have to marketing strategy to be able to compete on a competitive basis. Basic implementation of marketing strategies in the ritel is the understanding of consumer shopping behavior. Impulse buying is one of the shopping behavior that often occurs in retail. To stimulate consumer interest in the store in order to impulse shopping, retail should promote their products. One type of promotion is sales promotions featuring discount, gifts, and free sampling. To promote their products, retail uses personal selling that is put in every sales person for more outlets offering products to consumers. In this study, the population is a 200 customer in Hypermart Royal Plaza Surabaya. Data analysis used the multiple liniear regression. Result of the study revealed that variable promotion and personal selling together significantly positive effect on impulse buying, and the most dominant is sales promotion.
Keywords: sales promotion, personal selling, dan impulse buying decisions.